The Emporia weekly news. [volume] (Emporia, Kan.) 1881-1889, 1887-01-13
DoEs pAYTO ADYERTLsE.

DOES 1T PAY TO ADVERTISE.
There are isolated districts IN New Eng
land and possibly in New jersey, where
the old and trite saying. "notkinE venture
nothing gain," does not hold good In
these quiet, rural nsighborhoods the man
who saves, who never buys q COW till after
he has bargained for its sale. does get
ahesd, that js, . few hundred dollars
ahead, of his neighbors. He ventures
nothing, Is counted well.to-do and dies OF
serene old age. Possibly he Is better off
than some Of his fellow-meD, but his way
of getting on In the world is lost art 70
his decendents who come west. They
have to hustle for what they get and he
who stands idly by waiting for an "open-
ing'' is invariably left.
One Of the reasons for this Is that in q
growing city like Topeka, and all other
Kansas towns and cities, there are con-
stantly arriving new people who need TO
be informed Of the business places and
opportunities offered by the citizens. Ii
any merchant or brakeman could spend
one day IN the business Office of q news
1 P0PCA ohA AAobCh W bAO NOAOOAh-
| ing men and business houses, and real es-
tate and railroads, and prospective values
that are made by strangers in q western
city, he would be convinced without any
further argument that it pays to put his
business before the public, not periodi-
cally, but constantly.
Some business men are poor advertiser
because they have TO divide with tn,
printer. They think more about what ar
advertisement costs than what It viii
bring in They forget sometimes that i
Is the newspapers interest as we'll as their
20 show that advertisement to just a.
many people as possible, and that the
newspaper IL constantly deVisiDg ways Il
put IL before more readers. They forge
sometimes that the newspaper is their op.
portunity, that without the newspaper
and the railroads, the marvellous growth
of modern cities would not be possible
They are just es much necessities to the
advertiser as his groceries or his dry
goods are to his customers, and their CON-
modIties are sold on the same business
principle. The old era of newspaper beg
Eing has gone out, and the newspaper Ii
offered for sale like anything else, be-
cause there IL a demand for it and on it
merits. The business man who fails to
learn the art of fresh, original, liberal
constant advertising can never understand
why John WanAmaker Is known all over
the United States, why every body goes to
Barnum's show, why We all use Pears
soap and Royal baking powder and Ris-
ing Sun stove polish and st. Jacobs OIL
Neither can he appreciate why his COM
petitor's store next door is full OF people
while his own Is empty. He probably
thinks 1t the stupid peoples fault, when
in fact they 60 there because they know
what they can get, they read 1t in the
newspaper and 1t saves time.
A business house that keeps its claims
before the people at all times Of all sea-
sons makes place itself that nothing else
can for it. 1t becomes fixed and trusted
and patronized. ANY business man who
has never made a study Of the science Of
securing custom by advertising would be
amazed at the possible results. As proof
of this he has only TO look over the histo-
~ OF the rich enterprises of this country.
1t does not depend upon the times nor the
season nor the locality, but upon the con-
slant and persistent presentation to traders
and buyers of the location and the fresh
attractions to be found there.-Capital.